SAP’s Small and Medium Business Platform
Transforming complex enterprise offerings into a clear and intuitive web experience for small and medium-sized businesses
A complete redesign of SAP’s SMB product site, simplifying enterprise messaging into a story-driven digital experience that helps customers understand the solution and confidently request a demo.
Impact
Clarified SAP’s SMB value proposition with a redesigned site that strengthened trust, improved message comprehension, and encouraged more users to explore solutions and request a demo.
Role
Led the design of SAP’s SMB site, defining the UX structure and owning the final UI, translating strategy and content into a clear, engaging digital journey for prospective SMB customers.
Team
Three-month cross-functional sprint at Vertic New York (now Globant), partnering with SAP stakeholders, UX strategists, copywriters, and developers from audit to delivery.
01 The Concept
Presenting SAP’s SMB offering through clarity and modern storytelling
SAP’s SMB solutions support growing businesses across multiple industries, yet the existing product site was dense, messaging-heavy, and difficult to navigate. Prospective customers struggled to understand what the solution offered, who it was for, and why it mattered. Working with Vertic New York, I helped redesign the SAP SMB website into a clearer, more intuitive experience that aligned the story, structured the content, and built early trust in the brand.
02 The Challenge
Making enterprise-level messaging accessible for SMB buyers
The previous site relied on abstract enterprise phrasing that did not effectively communicate benefits or differentiate the offering for SMB audiences. Critical information was buried, and users had to work hard to understand why the solution was relevant to them. The challenge was to turn a complex, enterprise-led narrative into a digital experience that would help SMB users quickly understand: what the product does, how it supports their business, why SAP is a credible partner, and ultimately, why they should request a demo. This required message clarity, narrative restructuring, and UX simplification.
Enterprise complexity vs. SMB needs
Translating enterprise-grade SAP offerings into clear language and structure that small and mid-sized businesses can understand and confidently act on.
Fragmented ecosystem and unclear value
Presenting a fragmented, modular product ecosystem as a coherent, value-driven offering that customers can understand, compare, and choose with confidence.
Scaling design across markets and teams
Creating a scalable modular design framework and content structure that adapts across markets, products, and teams while supporting consistent collaboration globally.
03 The Process
Restructuring content to focus on clarity and action while balancing creativity, brand precision, and user needs
Together with the UX team, we began by auditing existing SAP marketing materials and analyzing how the SMB audience interacted with digital touchpoints. We mapped the content hierarchy, identified patterns that caused cognitive overload, and restructured the information architecture around simplicity and relevance. Once the UX direction was validated with stakeholders, I translated the structure into a modular UI framework, focusing on adaptable layouts, flexible grids, and reusable components. Collaboration between design and development was highly iterative, with continuous feedback between SAP’s internal brand team and the agency design team in New York.
Establishing strategic clarity
Created a shared strategic frame by aligning objectives, audience, constraints, and success criteria. This ensured early clarity on what mattered most for SAP SMB customers and where design focus would create the greatest impact, before solution exploration began.
Creating structure from complexity
Turned fragmented products, content, and research into a clear, value-driven information structure. Reframed enterprise offerings into intuitive groupings that reduced cognitive load and supported confident, informed decision-making for SMB users.
Converging on direction
Explored multiple viable concepts, progressively narrowing options through evaluation and prioritisation. Design decisions were made intentionally and collaboratively, balancing user needs, business goals, and scalability to arrive at a clear, committed direction.
Proving consistency at scale
The same core structure was reused across multiple products and scenarios, allowing variations without rethinking layouts each time. This made it easier to scale the experience while keeping consistency and reducing maintenance effort across teams over time and future iterations.
04 The Solution
A clean, modular design system that drives conversion
The final website introduced a clean, minimal, and tech-forward visual direction, balancing SAP’s signature blue palette with open space, subtle gradients, and clear typography. Each module was optimized for readability and visual hierarchy. Calls-to-action were placed strategically across navigation, banners, and a persistent button to maintain visibility throughout the experience. The responsive framework ensured seamless performance across devices, and the modular approach allowed SAP to scale the design framework for future campaigns and regional launches. The result was a clear, restrained interface that emphasized trust, usability, and clarity for SMB audiences.
05 The Impact
A scalable foundation for SAP’s SMB digital experience
The new website provided SAP with a unified structure that simplified how SMB audiences engaged with their products. The design framework was later adopted across multiple regional initiatives and used as a visual reference during SAP’s global rollout. This supported greater consistency across touchpoints while keeping the experience clear and approachable.
Outcome and system impact
Clear conversion paths
Clearer messaging and a refined information structure enabled SMB users to understand SAP’s offerings faster and move confidently toward demos and product exploration.
Product discoverability
A clear and navigable SMB product offering was established by simplifying language, structure, and value framing, helping users quickly identify relevant solutions with confidence.
Long-term scalability
Standardised modular structures improved collaboration across marketing, product, and regional teams, reducing rework and accelerating campaign rollout.
This work is based on my experience at Vertic (now Globant), working on SAP. Project details have been generalized to respect confidentiality.
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